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The biggest fashion shopping event of the festive season, Myntra’s ‘Big Fashion Festival, has registered an overwhelming opening response from shoppers across the country.

Myntra’s ‘Big Fashion Festival’ has got off to a roaring start and witnessed the highest-ever visitors at 14 million in a single day, clocking 100 percent growth on Day 1 of the event over last year. Myntra’s ‘Big Fashion Festival’ will run till October 22.

As many as 1.5 million customers shopped enthusiastically and purchased 4.5 million items in the event so far. It witnessed 150 percent growth in kidswear and 100 percent growth in Beauty and Personal Care on Day 1 of the event over last year.

About 2 million people eagerly awaited the opening at the wee hours on October 16, recording the highest ever orders at opening during the mega festive event.

Traffic to the platform grew by 100 percent over last year, for Day 1 of the event and was well catered to, with augmented resources and technology.

Speaking on the occasion, Amar Nagaram, CEO, Myntra, said, “Our ‘Big Fashion Festival’ has had a fantastic start, with customers shopping for 1.2 million products in the first 12 hours, making it the biggest festive event at Myntra to date. We feel elated with the phenomenal opening response with over 2 lakh new customers participating in the Big Fashion Festival so far.

“This underscores the level of trust shoppers are placing on our platform for the most immersive, convenient and safe shopping experience during this festive season. Shoppers in Tier II and III cities and towns are likely to outdo their counterparts in big cities, in terms of shopping for fashion, this festive season.”

The key highlights of Day 1 were 5 million app downloads during the pre-buzz period and highest-ever concurrent app users at 6.4 lakh/ minute at midnight event launch.

As many as 6 million customers shortlisted 30 million products during the pre-buzz. The ethnic wear category dominated with over 100 percent growth on Day 1 of the event over last year.

Women’s western wear and men’s jeans and streetwear also took early leads. The highest selling product in the first hour was Libas Lime Green and Blue Printed Kurta with Palazzos.

Myntra’s industry-first innovation, ‘Myntra Mystery Box’ distributed more than 3.5 million coupons in the run-up to the event.

Fifty per cent of the shoppers were from tier II and III cities of which 40 percent were women customers. The top categories were women’s ethnic and western wear and men’s jeans and streetwear.

Top tier 2 cities leading on the first day of the Big Fashion Festival were Guwahati, Bhubaneswar, Dehradun and Jammu, while Imphal, Aizawl and Panchkula were leading tier III cities.

The top women brands were Libas, Vishudh and H&M and for men they were Roadster, Highlander and Puma.

A quick analysis of the products ordered on the opening day of the Big Fashion Festival indicates that a majority of shoppers were keen to get their hands on Libas Lime Green & Blue Printed Kurta with Palazzos. A significant portion of consumers shopped based on seasonality with a number of purchases made keeping in mind the winter months at the end of the year.

T-shirts, tops, dresses, kurtas, accessories, sports footwear, winter wear, kidswear, home and decor, beauty and personal care were among the highest-selling categories.

Currently, t-shirts, shirts, kurtas, jeans, sarees, casual shoes, are the highest selling products in the Big Fashion Festival, followed by jackets, sweatshirts, watches, handbags and bedsheets.

Anouk, Libas and AKS kurtas and Maybelline lipstick have been the favourite of women while HRX t-shirt, Highlander grey jacket, Boat earphones are popular among men.

As anticipated, there is a clear indication of customers laying emphasis on ‘above the waist’ looks and work from home wear, with most people shopping and preparing themselves for virtual social and professional events.

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“This is going to be a radical change in the way Indian consumers perceive and wear slippers today. We believe Havaianas will become a love brand – as it is in so many markets, and our product portfolio will offer consumers the possibility of being aligned with the latest fashion trends with extreme comfort,” Roberto Funari, CEO, Alpargatas S.A. was quoted by PTI as saying.

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The new Walmart KIDBOX stylebox will offer Walmart.com customers personalized style from more than 120 premium kids’ brands, including BCBG, Butter Super Soft, C&C California and Puma. The stylebox will include four to five fashion items for US$ 48 – which is approximately 50 percent off the suggested retail price for the group of bundled items.

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If we are to look at a quantum growth in fashion, what factors can accelerate/be multipliers to this growth?

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Fashion is a form of art, a form where you can express yourself any way you want to. It is extremely diversified. Every day comes with new ideas, challenges and innovations. The fashion industry, in particular, is a place where imagination and creativity run wild. Kidswear is one of the fastest growing segment, these days. They are well aware of the latest trends and make their own decisions and treat fashion as a way of self-expression by wearing their attitude.

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Visual Merchandising plays an indispensable role in generating both product visibility and its saleability vis-à-vis a customer in retail environment. The multiple aspects of VM methodology generate a curiously creative sales environment for the product enhancing and retaining consumer’s interest in the store space, also facilitating impulse buying while enjoying the overall shopping experience. It almost works like a well-thought out invitation to a store experience that goes on to indulge you in its premium services such as well-planned space, browsing convenience, intelligent product assortment, helpdesks and ease of buying with its communication collaterals.

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